New Market Track Study Finds Advertisers Target “Always-Connected” Shopper for Super Bowl® 50

09 Feb 2016, 00:00 AM EST

CHICAGO–(BUSINESS WIRE)–Super Bowl 50 wasn’t just the largest TV viewing event of the year, it
was also the most interactive. A new 360 Series report from Market
Track, the leading provider of advertising, brand protection and pricing
intelligence solutions, found that this year, in particular, marked one
of the advertising industry’s most interactive Super Bowl games to date.

In a review of the advertising, pricing and promotional activity prior
to, during and after the game, Market Track found that 72% of the Super
Bowl commercials this year linked directly to digital media, either
through a hashtag, a URL or another call to action- a successful tactic,
given that 46% of consumers report using smartphones and 30% report
using tablets while watching television. Market Track’s research also
reveals that within the last 12 months, 65% of consumers have looked up
additional information about something they saw in a TV commercial on
their smartphone, tablet or laptop.

Millennials and Gen Y lead in terms of doing additional research: 78% of
viewers ages 30-39 go online to look for more information after seeing
commercials, followed by 73% of those ages 20-29; the 60 and over age
group was under 50%.

“As consumers are becoming more engaged with media, opportunities to tie
advertising, promotion and social media messages together will be
critical to brands’ success in breaking through the noise,” said Traci
Gregorski, senior vice president of marketing at Market Track.

Other advertisers chose to build awareness around their campaign by
releasing teasers in advance of Super Bowl Sunday. Bud Light aired clips
of “The Bud Light Party” through multiple social media outlets in the
two weeks leading up to the Big Game. In comparison, Hyundai’s
“Ryanville” campaign started teasing out on January 26 on Twitter,
followed by an early online release on February 1.

A total of 69 unique television commercials aired nationally during the
game’s broadcast representing 57 different brands across 35 different
categories.

About Market Track
Headquartered in
Chicago, Illinois, Market Track is the leading provider of
subscription-based advertising, brand and pricing intelligence solutions
in North America. Through monitoring trade and promotional advertising,
pricing and e-commerce activity, brand protection and competitive
advertising activity, Market Track provides the most comprehensive
coverage of key media channels available. Offered via web-based
software-as-a-service platforms, Market Track’s solutions enable
advertisers, agencies, retailers, and manufacturers of consumer goods to
efficiently monitor and analyze causal data, creative execution, and ad
spending to maximize the value of their marketing campaigns. Clients use
Market Track’s capabilities to determine how competing retailers,
products and brands are being advertised, priced and promoted both
in-store and online. The company’s granular creative assets and data
cover nearly every major industry vertical, product category and retail
trade class. For more information, please visit, www.markettrack.com.